The irony about logo design is that the simpler the logo looks, the more attention to detail the process explored. Occam's Razor certainly applies here. Less is more. And if anything, creating a logo is about multiplying out the ideas, expanding them even more ... and ending with one.
In this phase of logo design, we will explore the logos you love and why. (And yes, we'll go over those you think are less-than-stellar, too.) I get to know your business and its unique personality. You'll help me discover what sets your business apart. We will decide on what type of logo suits your business' personality best. You bring whatever ideas you may have for your logo, too.
Next, I go back into my logo lab to research your competitors, your industry and any other vitals to get me into brainstorming mode.
This phase involves integrating all the learning from the Discovery phase and starting to brainstorm!
For lettermarks/wordmarks: We browse typefaces that will work based on the personality of your company and your .
For iconic/symbolic logos: I start sketching (literally pencil to paper) ideas for your company icon. (The idea is quantity over quality at this point. Throwing spaghetti against the wall.)
You choose your favorite(s) from the previous sketch phase and we breathe more life into them, including giving alternate ideas using the favorites as a starting point.
For lettermarks/wordmarks: After you choose your favorite typefaces, I start working on how to use the letterforms of your company name to make your mark unique to your business. Depending on the letters and words of your organization name and the typefaces chosen, different opportunities reveal themselves on how to transform letterforms into a cohesive brand.
For iconic/symbolic logos: I take the "winner" pencil sketch(es) and draw them at a larger scale with a pen to add detail and clarity. If alternate versions come to mind, I will draw those out, too, to make sure we've maximized the possibilities. Once final pen artwork is signed off on, I scan it into my drawing program to trace into black & white vector art.
In this phase, we have our final black & white line art version of your logo that you love. And now we get to add even more aliveness and depth to it.
For lettermarks/wordmarks: All that's left here is to add color options to the mark until it sings with your company's unique voice. We can also add subtle treatments such as drop shadow and gradients to add depth to your logo. Finally, you are given a final folder with all versions of your logo
For iconic/symbolic logos: We combine the icon with the name of your business (either set to an unaltered typeface or a wordmark) and play with a whole slew of color options to find which one fits.
Finally, I supply you with all the sizes, orientations, color options and file types that you'll need to get your logo out into the world (jpg, gif, png, eps, saved for web & print, oriented in horizontal, vertical, large and small).